In the last two days, two new and world renowned names have been added to the list.


Season 5 of Formula E series is almost in front of us. Just two months are left until the first race of the season, which is going to take off on 15th of December in Saudi Arabia. The most important thing to notice are brand new racecars, so called second-generation cars, that have been revealed earlier this year on 30th of January and then on Geneva motor show. Their biggest advantage is more powerful battery pack, which should provide enough electricity for the whole race, eliminating the need for car changes mid-race.

Behind the curtains, a lot more is going on. Two new partners of Formula E have been confirmed in the last few days. First and probably the most important one as it should last for the following five years is partnership with probably the best known brewer in the world, Heiniken. Dutch company is going to be the official beer and cider partner thus gaining pouring, activation and access rights across events.

After Heiniken, there is also Bosch

“Formula E gives Heineken® an excellent opportunity to engage with current and potential millennial and GenZ (above LDA) consumers in key cities around the world. We’ll do this by showing fans unexpected and interesting facets of the sport, activating strongly around a number of select E-Prix in urban settings throughout the season. The new partnership complements our association with Formula One™, and other sponsorship platforms such as UEFA Champions League and Rugby World Cup, which have proven highly successful in growing our global footprint as well as drinking occasions in targeted geographies,” said Gianluca Di Tondo, Senior Director Global Heineken® brand at HEINEKEN.

Second partner in the next season of Formula E is going to be another respected name, this time (also) from car industry, Bosch. This partnership should last for at least three years and could – or at least the company expects so – help Bosch becoming to become market leader in the field of electro mobility.  “Bosch is the go-to partner for electric driving, a position that is now also reflected in our status as an official Formula E partner. Bosch electrifies the powertrain - whether on the streets or in motor racing,” commented their decision to join Formula E Dr. Markus Heyn, member of the board of management of Robert Bosch GmbH.

Oct. 16, 2018 Driving photo: Formula E

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